Djuce

Djuce canned wine / Source: Djuce via Amber Bottle Shop

AluminiumEuropeFood & BeverageGlassNorth AmericaPackaging

7 MINUTE READ

Nate Tyler

WHAT WE SAY:

When it comes to wine, tradition reigns supreme. But Djuce is upending convention by ditching "the antiquated bottle", and serving high-quality wines from sustainably farmed vineyards in aluminium cans instead.

Djuce stands out for a number of reasons: its use of a seemingly 'cheap' container; the elevation of said container through bespoke artwork and collaborations; and a wine selection that could rival some of the world's most renowned restaurants. Of course, there are areas to work on - at present, each can is wrapped in a plastic sleeve as printing directly onto the can is too cost-intensive for a small business. But with growth very much on the horizon, the company is hoping to scrap the sleeves and further improve its low-carbon status.

KEY FACTS:

Djuce is a canned wine brand selling 11 varieties of wine from artisan producers around Europe. The range includes sparkling wine, whites, reds, orange wine, rosé, and sparkling rosé.
The wines are vegan, have "zero to just a dash of sulphur", and come from nine sustainably farmed vineyards across ten regions, including Italy, Croatia, France, Austria, Germany, and other European wine-making countries.
Philip Marthinsen, one of Djuce's co-founders, told PlasticFree that in the past, canned wine was low quality, and people often didn’t want to drink it. To make canned wine desirable, the company partners with organic producers and Michelin-starred sommeliers, bringing an array of high-quality varieties to its customers in a low-carbon packaging solution.
The company has overcome some of the issues with canned wines thanks to a custom liner that coats the inside of the can and protects the wine from adopting a metal taste. All aluminium cans that come in contact with food and drink are sprayed with a plastic coating for safety, but Djuce's liner is said not to degrade when in contact with the product, is BPA free, and doesn't leach microplastics.
Each wine variety is elevated further thanks to collaborations with a selection of contemporary artists, including painters, animators, and photographers, whose work adorns the cans, albeit printed on a plastic sleeve.
The choice to use Aluminium cans in place of Glass bottles makes a substantial saving on carbon emissions. A 250-millilitre Djuce can saves 79% carbon dioxide equivalent per litre from packaging when compared to a standard glass wine bottle.
Aluminium cans are infinitely recyclable, with high recycling rates worldwide. According to the company, aluminium is 28 times more efficient to recycle than glass.
The cans have a guaranteed shelf life of 12 months, but the brand is working towards 18 months. However, Marthinsen said that between 90% and 95% of all wine sold in a given year is consumed within that year, so its shelf life shouldn’t be of much concern to consumers.
While not every producer Djuce works with is certified organic, they are all committed to sustainability in some way. Djuce details most of its producers on its website. Some producers, such as Meinklang in Austria, are biodynamic wineries, which encourage fertilisers to be sourced from the farm itself through composting and grazing rotations. This lowers emissions and environmental pollution.
Djuce is available both online and in brick-and-mortar retailers. The brand sells DTC in Denmark, Germany, and Sweden; through a distributor in the UK; and through retailers across Europe and the US. Marthinsen says that by 2024, Djuce will be available globally, including in Australia, Singapore, Japan, and Taiwan.

A stack of Djuce cans with and without their sleeves / Source: Djuce

A Djuce can / Source: Djuce

DIVE DEEPER:

Glass is infinitely recyclable, but it's also heavy, resulting in high transportation costs and emissions. It also requires a lot of energy to make – even through recycling. By contrast, 90% less energy is required to recycle an aluminium can than a glass bottle. Djuce states that over 50% of the climate impact of wine comes from transportation and packaging – this can be reduced by opting for less energy-intensive and lighter materials.
Besides its lower emissions, aluminium is also recycled at a much higher rate than glass. Container glass, which includes wine bottles, is recycled at a worldwide rate of 32%, compared to 76% for aluminium. Brazil achieved a recycling rate of 100% for aluminium cans in June 2023.
Canned wine is a growing category, and the market is projected to reach USD 571.8 million by 2028. Aluminium cans are gaining popularity – particularly among younger consumers – for their convenience, light weight, and recyclability. They also keep drinks chilled for longer and can be easily carried to events.
A blind taste test carried out by WBW Exhibition and WIC Research found that 51.3% of participants preferred canned wine, or found no difference in taste. Dry Riesling wine in a can was preferred by 57.2% of participants, while dry Rosé in a can was preferred by 68.3%.
Djuce's wine selection is hand picked by its sommeliers, primarily Emmanuelle Rosier, Pierre Vila Palleja, and Djuce's co-founder, Pontus Lindqvist, along with an external network of sommeliers and wine makers. Some wines are the same as what’s bottled from a given winery, whereas others may be based on the tasting of one barrel. A different year or a different set of barrels creates varying degrees of uniqueness in Djuce’s wines that customers can’t buy elsewhere.
Marthinsen says the cans' design has two parts, with the backdrop being "unapologetically aluminium. We want to celebrate that it’s a can." He says it’s also a canvas for the contemporary art the brand features on the cans' sleeves from artists around the world: "We lend them the can to showcase their art. What we’re seeing is we’re a distributed gallery. And every can is a miniature art piece."
This visual fun is what Marthinsen says Djuce is all about. Its mission is "making wine more accessible, more fun, in new ways. And the sustainability part of it is really about trying to encourage people to accept a new way of doing things. I think the interesting thing with Djuce is, it's wine, it's very traditional, and there is a lot of culture built into it. If people can accept [this], I think they could accept a new way of doing things in a lot of other areas as well. They will be more open minded."
Marthinsen said that the brand has to use plastic sleeves for its can labels because it hasn’t yet reached the production volume needed to print directly onto cans. As the brand gains in popularity, this should someday be possible. Djuce sources its aluminium cans from Ardagh Group which carry the trademark "Metal Recycles Forever."
Djuce was founded by Marthinsen, Lindqvist, Alex Baumann, Duncan Brownlee, and David Dworsky in January 2022. It launched its first wines in the summer of 2022. The privately owned company is self-funded through the founders and their network of family and friends.
The brand started in Berlin, but is in the process of moving its operations to Barcelona.

"[Sustainability] is about trying to encourage people to accept a new way of doing things ... if people can accept [this], I think they could accept a new way of doing things in a lot of other areas as well."

Philip Marthinsen – co-founder, Djuce

Key Design Considerations:

Don't let previous failures put you off

As Marthinsen notes, canned wine used to be sold with sub-standard wine, which put people off making purchases that didn't feature a bottle. Rather than follow convention, Djuce decided to redefine the category, sourcing high-quality wine and packing it in a can with a bespoke liner that doesn't leave a metallic taste behind. And it’s paid off so far. Is there something you think can be changed, but others' unsuccessful attempts have made you hesitant? Djuce is proof that you can and should go for it.

Employ multiple sales angles

Djuce doesn't just rely on its low-carbon packaging choice to attract consumers. It has proactively leveraged its brand with the support of Michelin-starred sommeliers, organic producers, and a global network of artists. The brand doesn’t have just one angle, but instead creates an entire experience for a range of consumers to enjoy. How can you transform your product into an experience? As always, collaboration could bring a fresh edge to your value proposition.

Leverage expert knowledge

Everyone has a wine friend, but Djuce went the extra mile and hired Michelin-starred sommeliers to vet its wine choices. Michelin holds value in the culinary world. For some, this won't mean anything, but if wine is more than just white or red to you, then this route legitimises Djuce’s wines to show traditionalists that its cans have value and taste. Are there experts in your industry that you can bring into the fold to elevate your product and make it stand out on a crowded shelf?